Snaffling Pig eyes US market after global success

Founder and CEO Nick Coleman (left) and COO Udhi Silva are aiming to break the US snack market

Following success in Asia, the Middle East and Australia, UK-based meat snack producer Snaffling Pig is set to target the US market.

The manufacturer revealed that it was in discussions with US retailers QVC and TJMaxx to launch its range of products. The firm said it was also exploring opportunities to open a manufacturing facility in Texas to tap US demand from early 2019.

In addition, it will begin supplying a new partner in Germany in the coming months after taking part in a trade mission to the ISM snack market trade show in Cologne earlier this year.

The expansion is being supported by the Department for International Trade, which helped the producer secure export contracts in Hong Kong and Australia last year after meeting distribution partners.

The Snaffling Pig, founded in 2015 on a budget of £500, enjoyed huge success in the UK last year after its pork advent calendars sold out across retailers during the festive period.

The business began selling overseas the following year after experiencing strong demand for its meat snacks from British expats living in the United Arab Emirates.

“We’ve found huge success by doing exciting things with what is a very traditional product​,” said Snaffling Pigs CEO Nick Coleman. “The US snack market itself is worth $450m (£341m) annually, which is 10 times the size of the UK’s​.”

Coleman added that although the opportunity was significant, entering a market like the US had its challenges.

“The distance means you can’t easily travel to meet potential customers. On top of this, US food laws mean that EU pork can’t be imported into the country, so we’ve had to look at setting up a manufacturing centre there​,” added Coleman.

“Thankfully, the Department for International Trade has been on hand to offer one-to-one advice, as well as funding support, to help tackle these issues, and many others​.”

Since launching three years ago, the business now has an annual revenue of £8m.